A lot of people don’t stop to think about how their chips are made. But with Tostitos, it starts with whole corn kernels. Ground into masa made the traditional way, then fried into the crunchy chips, Tostitos tortilla chips are created around the values of craft, quality and connection. Part of the journey at PepsiCo is helping people make that connection, from the bag, back to the field.
This spring, Tostitos chips and dips are getting a refreshed look that celebrates all of that. The new packaging on Tostitos chips also makes it easier to see what’s inside:
- No artificial colors, flavors or preservatives
- Made from whole corn kernels
- Gluten-free claim on pack
- Each serving contains 8 grams of whole grains
“We have always made Tostitos chips starting with whole corn kernels and masa made the traditional way, and now, we’re finally telling the full Tostitos story and leaning into how our products fit naturally into how people cook, host, and connect today,” said Jess Spaulding, vice president of marketing, PepsiCo Foods U.S. “By celebrating our longstanding commitment to craft, quality, and connection, we’re meeting consumers’ calls for transparency while reinforcing that we’re not just a snack brand — opening the door to expand beyond traditional snacking into new food occasions and spaces.”
Instead of photography, the design leans on illustration, which gives the brand room to show its warmth and “fiesta spirit” while honoring the traditional masa-making process. There are little nods to corn kernels and cobs tucked into the graphics, a subtle way to highlight the craft behind every chip.
The brand also made it easier to spot favorite flavors on the shelf. Cream backgrounds anchor the classic line – Tostitos Original Restaurant Style, SCOOPS!® Original, Bite Size Rounds — while bright pops of color make the brand’s flavored chips – Hint of Lime, Mexican Street Corn — impossible to miss.
Interested consumers can experience the refreshed Tostitos brand in real life from April 30 to May 3 at Casa de Tostitos in New York City. This immersive celebration is all about craft, quality, and connection, featuring an elevated tasting menu with Tostitos and a celebrity chef, a behind-the-scenes look at traditional masa-making and a special evening performance and a vibrant shoppable marketplace featuring artisan partners.
The refreshed Tostitos packaging is rolling out nationwide now.
